resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Traditional Chinese Herbal Medicine in Taiwan Hospitals
This spring, a team of Western medical doctors and TCM practitioners from Cleveland Clinic traveled to Taiwan to visit Kaiser Pharmaceutical Co. (KP), and China Medical University (CMU), Taiwan's leading integrative medicine hospital.
Don't Ignore the Lower Half of the Pelvis (Part 1)
When your patient complains of lower back or pelvic pain, but your usual treatments are not getting the job done, what do you examine and treat? You may be missing important structures in the lower half of the pelvis.
Let's Talk About Biceps Injuries at the Elbow
While most muscles cross over only one joint, the biceps crosses two joints: the elbow and the shoulder. Injuries to the lower biceps cause considerable elbow pain. Here's how to assess and treat an injury to this area conservatively.
What are the Meridians?
The meridian and collateral system (jing luo, hereinafter referred to as "Meridians") is comprised of the main meridian channels (jing mai) and the collateral vessels (luo mai). Jing takes from meaning of the Chinese word pathway (also jing) and are the main branches of the system.
Adventures with the Pericardium
My previous column on the San Jiao deserves equal time for SJ's loving partner, the pericardium. I nicknamed SJ the travel meridian – but pericardium can also play a crucial role in air travel.
The National Institutes of Health (NIH) lists more than 80 common autoimmune diseases including asthma, Crohn's disease, Guillain-Barré syndrome, multiple sclerosis, myasthenia gravis, psoriasis, rheumatoid arthritis, and lupus.
Chiropractic in the Eyes of the Public: 2nd Gallup-Palmer Poll
The second Gallup / Palmer College poll has been completed, yielding significant additional data regarding Americans' experiences with and perceptions of chiropractic care.
Illuminating the Hidden, Freeing the Source
Amongst the Primary Channels, from a classical point of view, the small intestine is perhaps the most important channel to understand. It is one of the least used acupuncture channels in modern acupuncture, yet it within it can be found a wealth of theories from the Ling Shu.
What's New in the NCCIH Strategic Plan
The NIH National Center for Complementary and Integrative Health (NCCIH) released its draft strategic plan 2016-2021 for public comment in early spring of 2016.
Work Stress and Musculoskeletal Health: Do Your Patients Get the Connection?
Most people underestimate the impact their job has on their health, especially if that job isn't particularly physically demanding. Big mistake.
A Study of Relationships
Sa-Ahm's five element acupuncture method is known to be one of the most effective acupuncture techniques in Korea because it gives an instant response at the time of treatment and has a high success rate in resolving chronic problems.
Know Your Research: Tips for Evaluating Literature Reviews
Clinical and experimental studies are not the only types of published research we might encounter as we look for evidence to inform our practices. One of the most useful types is the literature review, which summarizes a group of studies.
Less Time Than Required
Q: When is it appropriate to use a modifier -52? Can I use it for a timed service when I do less than the time required by the code?
Lessons from Functional Neurology
Chiropractic neurology, also known as clinical neuroscience or functional neurology, is moving the chiropractic profession forward by leaps and bounds.
Analyzing Acupuncture Case Studies
Confirm the answer quickly by the elimination method. Take this case study as an example. After two treatments for back pain, a patient presents for a third session complaining of rapid breathing and wheezing that is made worse during cold weather.
MPA Media Wins More Publishing Awards
The American Society of Business Publication Editors (ASBPE) has honored Dynamic Chiropractic with a national award and two regional awards for editorial excellence, and sister publication DC Practice Insights with two regional awards for graphic design excellence.
Are Probiotics Doing More Harm Than Good?
Considerable controversy exists concerning the efficacy of probiotic supplements. Very few human studies show any real positive impact on the microbiome or health. The "promise" of probiotics is based on the few animal studies that suggest a positive effect.
International Congress on Integrative Medicine
"Bridging Research, Clinical Care, Education and Policy" was the theme for the International Congress on Integrative Medicine and Health 2016 (ICIMH).
Guidelines for the Use of Modifier -52
Modifier -52 identifies that a service or procedure has been partially reduced or eliminated at the physician's discretion. This is to indicate the basic service described by the procedure code has been performed, but not all aspects of the service have been performed.
The Professional and Practice Benefits of Political Activism
Welcome to election season, a vital part of our American culture. Every two years, without fail, we are bombarded with TV, print materials and phone messages seeking our vote.
Overuse Injuries in Young Athletes (Part 1)
More than 45 million children ages 6-18 participate in some form of organized athletics, and 75 percent of American families with school-aged children have at least one child participating in organized sports.
June, 2009, Vol. 09, Issue 06
Time to Get Creative
By Jenn Sommermann, LCMT
Currently, there are two factors happening simultaneously that can greatly affect your massage therapy practice. Both are equally important. No article would be complete without talking about the economy.An educated, savvy clientele can also impact the bottom-line. I believe these two factors, the economy and a more educated clientele, are the key factors affecting the practice of every massage therapist. Now is the time to dig deep, think outside the box and be more creative in the ways you approach marketing, client retention and referral programs.
If you read my last article, "Make Your Client's Experience Memorable" (April 2009 issue), you learned that positioning yourself on the side of health care versus personal care, makes you less likely to suffer in this economic down turn. Clients are forgoing some personal care services in effort to save money or redirect spending. But amazingly, health care has not suffered as much. If your massage services are considered health care, chances are you are managing these troubled times and will come out on the other side in good shape. This is all about educating the client and it starts with you.
The general population is also learning more about massage services and complementary health care, in general. They are more educated about the benefits of massage therapy, more discerning and seeking massage more frequently and in higher numbers. In fact, according to the American Massage Therapy Association's 2009 Industry Fact Sheet, 24 percent of American adults received a massage in the last 12 months. They just plain know more. You need to approach them in ways that speak to them; address what they want and need and entice them to use your services.
I believe these two factors, the economy and a more educated clientele, have forced the need for you to go beyond what you are currently doing. Gone are the days when you can rest on your reputation to keep new business coming in. Today you must be creative, passionate and vigilant in the way you pursue new business, keep your existing business coming back for more, and obtain referrals. This can be broken into three categories: marketing - bringing in the new clients; client retention - keeping the clients you have; and referral programs - obtaining new clients from the existing ones.
What creative ways are you marketing your services? Are you marketing health care or personal care? Too often I see massage therapists rely on printed marketing materials to gain new clients. In today's world, printed materials are not as effective, as the marketing platform is already saturated. What "out-of-the-box" method can you use to drum up new business? This past Valentine's Day, I went to my local florist and gave her six complimentary half hour gift certificates (with the ability to upgrade to an hour for an additional $45). I asked her to put the gift certificates in the floral arrangements of her five "high-end" customers, within a geographic area that I prescribed and keep one gift certificate for herself. She loved the idea. It made her arrangements more desirable and special and it got my name out to folks in a very personal way. Nothing beats a personal referral and the florist's recommendation was "golden."
What percentage of your client's reschedule? If you don't know, it is a statistic you should start keeping track of. Shooting for 100 percent is great but probably unrealistic. If you want a full practice, shooting for 85 percent is a good goal. What do you do to keep them coming back? What makes them feel special? Do you ask them to reschedule or at least plant the seed that massage has cumulative benefits? I always do a 24-hour follow-up call with new clients. I tell the client that I will be contacting them the next day. I call to see how they responded to the treatment, how they slept and gather any other information that can help me adjust my treatment next time accordingly. This implies that there will be a next time. The seed is planted. It also means the hour session lasts longer, because I am thinking about them long after the time is up and the payment has been made. The clients get more value for their fee. More value equals happier clients, especially in today's economy. Happier clients mean higher retention.
So now you have new clients coming in and you are keeping them in your practice. You're half way there. What creative method can you use to entice those happy clients to bring in more business? How can you get them to consistently refer? The single best thing I do to get referrals is to turn down tips. YEP ... turn away money. I say, "Thank you so much but the best tip you can give me is the referral of your family and friends." Everyone wins here. Do the math. Would you rather have the $10 now or the $75 from a new client?
If you are struggling with your practice or if you need a jump-start towards more clients, be resourceful. Talk to successful colleagues and find out what they do to boost business. Times are tough and folks are smarter about massage. In order to keep up with these trends, you need to think outside the box. Now is the time to get creative.
Click here for previous articles by Jenn Sommermann, LCMT.
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